This report seems to be a case of inaccurate BBC reporting, in so much as the report tile of "Thai coup leaders hire PR company" is factually incorrect because it implies General Surayud Chulanont was a "leader" of the military coup in September 2006, when in fact it was led by General Sondhi Boonyaratkalin.
I'm sure many people will remember that Gen Surayud was appointed by the King, under an amended (short-term) constitution until full elections take place in October 2007, after Gen Sondhi went to meet with him following the coup.
Gen Surayud was seen by both the military and public as a respected figure who's role would be to allay international concern over the coup and to bring some kind of stability to the situation.